White papers are still a valuable part of the B2B content marketing mix as an essential source of information on technology and business.
12 tips for creating compelling technology white papers
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Featured Insights
Successful social selling demands excellent content
Marketers need to look at new ways of engaging with customers and building long-lasting relationships. One of these is social selling, built around people’s continued focus on social media.
Insights
Customer communications: a little effort goes a long way
Many businesses make the mistake of thinking growth and increased profits only come from new customers. Keeping in regular marketing contact with your existing customers can be much more beneficial than you think.
12 tips for creating compelling technology white papers
White papers are still a valuable part of the B2B content marketing mix as an essential source of information on technology and business.
Stating your intent: how useful is intent data to your ABM?
As much as 59% of B2B marketers use intent monitoring tools to support ABM, ahead of things like measurement and reporting tools. What difference can intent data make to your efforts?
Make it personal: how buyer personas help with complex sales
Buyer personas are key to ABM. They help you focus on the pain points your targets are experiencing and give you more power to develop target accounts.
Buying into the future: the evolution of the IT buyers’ journey
Pure lead generation no longer suffices as a desired outcome: B2B companies must now generate leads and nurture ongoing relationships across all targets, however high a priority the sales team decrees any particular account to be.
ABM is the top priority for B2B marketers. Here’s why
ABM allows marketers to develop a continuing conversation with customers and engage with them more often and consistently. This matters as the B2B sales cycle gets more complex and has more people involved.
![New to ABM? Follow these 5 steps to drive complex sales [UPDATED]](https://www.futuritymedia.com/wp-content/uploads/2023/04/shutterstock_1225782988.jpg)
New to ABM? Follow these 5 steps to drive complex sales [UPDATED]
Account-based marketing (ABM) is a powerful tool that can help you identify, develop, and engage continuously with all your customers and give them a personalized experience with your company. Follow these 5 steps to create an ABM strategy that empowers your business and sets you apart.
Between the lines: should how we read dictate how we write?
People read online content in different ways: the F-Shape, the layer cake, the spotted pattern, the marking pattern. We read on different devices with different form factors and different-sized screens. Given that most people scan rather than read, should how we read online content inform how we write it?
Successful social selling demands excellent content
Marketers need to look at new ways of engaging with customers and building long-lasting relationships. One of these is social selling, built around people’s continued focus on social media.
How NOT to write a white paper
White papers are a business-to-business (B2B) marketing staple. But if you do it wrong, you might be doing more harm than good. We take an in-depth look at the pitfalls to avoid.
What should I write my blog about?
In the final blog of our blog writing series we look at choosing what to write about, and how to integrate storytelling techniques into your blogs to make them more compelling.
Four great story structures for blog posts
We take a look at four of the most popular blog story structures: inverted pyramid, interviews, how-to, and list-based posts.
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